La Axarquía targets British tourists with a social media campaign

Topics Mancomunidad de Municipios de la Costa del Sol Axarquía World Travel Market

La Mancomunidad Axarquía Costa del Sol is preparing a digital campaign on Instagram, Facebook and TikTok to attract travellers from the United Kingdom.

Javier C. · Published on November 6, 2026 at 09:22

Cuatro hombres trajeados y una mujer posan ante un mostrador con el rótulo Costa del Sol Málaga en una feria. — Photo: Mancomunidad de Municipios de la Costa del Sol-Axarquía

La Axarquía wants to gain weight among the British travellers who already arrive on the Costa del Sol. To this end, the Tourism department of the Mancomunidad de Municipios de la Costa del Sol-Axarquía will launch in the coming months a digital promotion campaign on social media aimed specifically at the United Kingdom market, as announced by the district institution. The campaign will be developed on platforms such as Instagram, Facebook and TikTok, with content adapted to the interests, preferences and consumption habits of the British public. The materials will highlight the region's cultural, gastronomic and landscape offerings, its experiences and its beaches. The strategy will combine organic posts with targeted advertising to reach the target audience. The president of the Mancomunidad, Jorge Martín, explained that the initiative seeks to «spread inspiring and promotional content about the region» and generate interest in the destination. The goal is to strengthen the Axarquía's visibility in the British market and attract new travellers from that country who are already on the Costa del Sol. The campaign continues the promotion ‘Experience for everyone. Enjoy Costa del Sol Axarquía’ and the work carried out at the World Travel Market (WTM) in London, the international tourism fair held from 3 to 5 November at the ExCeL London venue. The portal already reported on 26 October that the Mancomunidad was leading the region's presence at that event, with experiences as one of the main promotional axes. During the fair, Martín held meetings with institutional representatives and industry professionals, including the secretary general for Tourism of the Junta de Andalucía, Manuel Alejandro Lara León; the president of the Diputación Provincial de Málaga and mayor of Rincón de la Victoria, Francisco Salado; the provincial deputy and managing director of Turismo Costa del Sol, Esperanza González; and the mayors of Nerja, Torrox and Benalmádena, José Alberto Armijo, Óscar Medina and Juan Antonio Lara, respectively.

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